What is alt text, and how do I write it?

Alt text (alternative text) is a short description stored with each image on a web page. Screen readers read it aloud to people who cannot see the image. It also shows if the image fails to load, and search engines use it to understand the picture. Missing alt text is one of the common barriers named in the U.S. Department of Justice's web accessibility guidance.

How to write it

The W3C, which publishes the web accessibility guidelines, suggests deciding by the image's purpose:

• Informative images (a photo that shows something): describe what matters on this page in a short sentence. Example: "Owner Maria trims a customer's hair at the front chair."
• Images that are links or buttons: describe where the link goes or what it does, not what it looks like. Example: "Book an appointment."
• Images of text: repeat the text, unless the same words already appear next to it.
• Decorative images (patterns, dividers, mood photos that add nothing): leave alt text empty so screen readers skip them.
• Charts and diagrams: give a short summary in the alt text and put the full details in the page text.

Tips

• Keep it short, usually one sentence.
• Do not start with "Image of" or "Photo of". Screen readers already announce that it is an image.
• Be specific and useful. "Red brick storefront with a green awning on Main Street" helps more than "our store".
• Do not stuff keywords. Write for a person.

We can do this for you. Open a request in your client portal and our team will add or review alt text across your site.

Common problems

• If every image has the same alt text, rewrite each one to describe that image.
• If alt text repeats the caption word for word, shorten it or leave it empty when the image is decorative.
• If your logo links to the home page, its alt text should name your business so people know where the link goes.

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